To make hockey feel more fun and highlight its real impact at a street level in Canada, we conceptualized a campaign that focused on the energy of the fans and the joy of the game. The idea was to celebrate hockey not just as a sport, but as a cultural force that lives in communities, driveways, and streets.

We commissioned two illustrators to create playful doodles and icons that capture the spirit of street hockey—skates, sticks, pucks, celebrations, and everyday moments. These elements added a youthful, approachable vibe to the visuals. Paired with bold, dynamic typography, the overall design gave hockey a fresh, cool edge—making it feel more inclusive, fun, and rooted in real Canadian culture.

Co-designers: Alex Rosa, Cindy Wong, Matt Doyle, Cam Miller
Design director: Bart Sciana